The Hindu Business Line : NDTV unveils first city channel

New Delhi, Sept. 25 With a glass bus studio, camera-equipped taxis and helicopter in the skies, NDTV is making its Delhi attack with NDTV MetroNation, its first English city channel. Launching the Delhi edition, the company promised to follow up with city channels for Chennai, Mumbai, Bangalore and Kolkata.

“The trend the world over is towards more and more local news. If you look at local infotainment channels in the US and UK, they enjoy amongst the highest viewerships. There are 350 local channels in the US alone,” said Mr Prannoy Roy, Chairman, NDTV.

The free-to-air channel would complement English language dailies addressing the five million English language reading population, said Mr Roy. It will target an affluent, high-income audience and expects to be a winner with advertisers looking for more focussed target groups. The company shrugged off competition from Hindi language city channels.Ms Suparna Singh, Managing Editor, NDTV MetroNation, described it as a “young, progressive, opinionated channel, which would do strong homework and research to back its opinions”. The channel promised to take up civic issues, and “fight for Delhi”. MetroNation will also feature eating out, fashion, and shopping amongst other topics, but with a more local angle than the lifestyle offering from the network.

The channel will have two news bands in the morning and evening and is also being sold as a major “triple play” offer, with Web and mobile properties. It is also looking to cover sports, and music events.

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